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Is your elephant
Measuring audience engagementTim Elleston – Murdoch University
shy?
What an incredible opportunity we're faced with.
The internet is the most measurable communications channel there is.
It’s also fast becoming a
disconnected channel
Not in the sense of... unconnected
No, in fact we've never been so connected
We wake in the morning,switch on our iPhones
have a quick check on our emails.
At the breakfast table we'll read the news
or update our Facebook status
On the way to work we'll download a podcast…
or watch the latest video news
At work we'll browse our favourite blogs,
use Skype or IM.
Maybe at lunch we'll
buy some stuff online
During the afternoon we might tweet about our day
On the way home, we'll scroll through our favourite RSS feeds
And then at home we might answer a
few emails,
watch that YouTube video our crazy friend sent us
(we all have one)
and then maybe we'll watch a movie ordered online.
All of this happened across
multiple screens
All of this was fully connected
But all of this was
disconnected
Disconnected from a
single screen
Consumers today are demanding that the internet come to them
not them to their screens.
They choose the
time, place and device to interact with our content.
So the web is fundamentally
changing
So the web is fundamentally
changing X
It’s already changed
This represents an incredible opportunity
for us as
marketers
for us as
everyone
But it also represents an
incredible
challenge
One of the key measures for
video is engagement
To understand
engagement
we need to understand
channel success
And the channels are getting larger and more diverse everyday.
In fact, there are now so many channels
available to us
channels where our content is
consumed
repurposed
redistributed
…faster than we can possibly keep up.
We need to know which channels work best
and which content works best for each channel.
So how we should be optimising our content?
Or we can get the elephant out of the corner
fast
Luckily, we havea way to knowwhat to do…
We can nowcapture
millions of customer
interactions
analyse them
apply insights
and make interactionsmore relevant and
engaging.
It's analytics!
Web analytics is something
needYou know
But whenyou get it
Web analytics is not just about the numbers
It’s aboutOptimisation
It’s about
understanding
Your goals
Your audience
needs
Andreducingthe gapin between
And you need to manage that gap
You can’t managewhat you don’t measure
If you don’t understand why you’re measuring it
You can’t improve it
You’ve spent hours creating something that you’re passionate about
You’ve toiled over it
You’ve immersed
your life in it
But you’re not measuring it’s effect?
Getting the elephant out of the corner
doesn't have to be challenge
Ask yourself three questions
Who do you want engaged by this?Why are you doing this?
What do you want them to do?
There’s so muchyou can measure
Measure things that deliver
insights
Measure engagement
Take video
It's nice to know the number of times it’s been viewed
But how does that compare?
Source: TubeMogul Online Video Report 2010
78% have less than 2,500 views
Did they view all of it?
Source: TubeMogul Online Video Report 2010
Did they replay it?
How many times?
Did they go on to view other
videos?
How many of your videos does the average person watch?
Where are they viewing it?
On their phone?On their iPad?
At work or home?
Which traffic sources work best for you?
Source: TubeMogul Online Video Report 2010
Did they feel so engaged and inspired by your creation that they actually shared it with someone else?
Popularity insights:Number of sites linking to youUnique viewsMost popular videosNumber of comments receivedNumber of Facebook Likes
Engagement insights:Time spent viewing by sourceNew vs. Repeat viewsNumber of videos viewedSignups to somethingNumber of shares (and their activity)
Channel insights:Most popular formatMost popular platformViews by channelCompletion by channel
If you knew all that, what could you do differently?
If you knew all that, what would you do differently?
Web analytics is nottechnical mumbo jumbo
It’s there to provideyou insights
so that you can improve your ROI
andoptimise for better
engagement
Answer your 3 questions
Define your strategy
measure accordingly
Unleash your elephant
replace
“I think” with
“I know”
Tim Ellestonsenior manager – Digital Media
Any questions?
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